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Learning Objectives
◆ Describe the five dimensions of service quality.
◆ Use the service quality gap model to diagnose quality
problems for a service firm.
◆ Illustrate how Taguchi methods and poka-yoke methods are
applied to service design.
◆ Perform service quality function deployment.
◆ Construct a statistical process control chart.
◆ Develop unconditional service guarantees.
◆ Plan for service recovery.
Moments of Truth
◆ Each customer contact is called a moment of truth.
Customer
Expected service
GAP 5
Perceived service
◆ Poka-yoke (fail-safing)
* Strong
Medium
O Weak
Relative
O O
* * Custom er Perc eptions
Servic e Elements
Informatiion
Im o Village Volvo
Equipment
po
Capacity
rta
Training
Attitude
nc
e
+ Vol vo Dealer
Customer Expectations 1 2 3 4 5
Reliability 9 8 5 5 + o
Responsiveness 7 3 9 3 2 o +
Assurance 6 5 9 6 + o
Empathy 4 7 + o
Tangibles 2 2 3 + o
+
o o
Com parison with Volvo Dealer o o
_ o
Recovery:
Expedite
Labor and materials
Service Process Control
Customer
input Service
concept
Service Customer
Resources output
process
Identify reason
for
nonconformance
Control Chart of Departure Delays
100
Percentage of flights on
expected
90
Lower Control Limit
tim e
80
70
60
1998 199
9
p (1 − p p (1 − p
UCL = p + 3 LCL = p − 3
n n
Unconditional Service Guarantee:
Customer View
◆ Unconditional (L.L. Bean)
◆ Easy to understand and communicate
(Bennigan’s)
◆ Meaningful (Domino’s Pizza)
◆ Easy to invoke (Cititravel)
◆ Easy to collect (Manpower)
Unconditional Service Guarantee:
Management View
◆ Focuses on customers (British Airways)
◆ Sets clear standards (FedEx)
◆ Guarantees feedback (Manpower)
◆ Promotes an understanding of the service
delivery system (Bug Killer)
◆ Builds customer loyalty
Customer Satisfaction
◆ All customers want to be satisfied.
Public Action
Private Action
Stop buying the product or
boycott the seller
No Action Warn friends about the product
and /or seller
Customer Feedback and Word-
of-Mouth
◆ The average business only hears from 4% of their customers who are dissatisfied
with their products or services. Of the 96% who do not bother to complain, 25%
of them have serious problems.
◆ The 4% complainers are more likely to stay with the supplier than are the 96%
non-complainers.
◆ About 60% of the complainers would stay as customers if their problems was
resolved and 95% would stay if the problem was resolved quickly.
◆ A dissatisfied customer will tell between 10 and 20 other people about their
problem.
◆ A customer who has had a problem resolved by a company will tell about 5
people about their situation.
Number of People Told Based
on Level of Dissatisfaction
average number of people told
30
25
20
15
10
5
0
Slight Annoyed Very Ext Abs
diss annoyed annoyed furious
Action Taken Based on Level of
Dissatisfaction
100
Tell friends
80 Complain
60 Make a fuses
Defect
Missing in action Detractors
Defected; Defected;
non-complaining vocally critical
not easy
don’t complain complain